Will Scully-Power

Display Ad Data Intelligence Startup MixRank Raises $1.5M From Mark Cuban, 500 Startups
December 20, 2011, 3:57 am
Filed under: Actionable Insights, Ad Network, Analytics, Data, Datarati | Tags:


Y Combinator-incubated MixRank has raised $1.5 million from 500 Startups, Mark Cuban, IAB founder Rich LeFurgy, MediaTrust chairman Peter Bordes, Leadclick founder Robert Afshar, Adify co-founder Larry Braitman, Chart.io cofounder David Beyer, Tom McInerney, Matt Ocko, and Zachary Bogue. The startup’s technology analyzes millions of ads every day to automatically identify the most effective ad copy and traffic sources in any market.

MixRank, which launched in July, is a competitive intelligence research tool for display advertising that uses machine learning algorithms and predictive modeling to automatically identify the most effective ads and traffic sources.

More: http://techcrunch.com/2011/12/13/display-ad-data-intelligence-startup-mixrank-raises-1-5m-from-mark-cubam-500-startups


Ad Value
March 29, 2011, 1:20 am
Filed under: #mktgcloud, Ad Exchange, Ad Network, Datarati

Tony Fagan, Director of Research at Google, answers the six quant questions every CMO should be asking in order to maximise their return on search advertising.

Click Here: http://thinkquarterly.co.uk/01-data/ad-value/

What your cookie says about you?
January 15, 2011, 8:39 pm
Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: ,

I came across BlueKai’s Registry which brings transparency to consumers by allowing them to see what preferences are being logged via the cookies on their computer.

Furthermore, consumers can also control their anonymous profile by managing their topics of interest.

Your preferences may be used anonymously to influence which types of marketing messages you receive across partner sites that we work with. Or you can choose to not participate at all via an opt‐out.

As an added incentive, you will receive a benefit for participating in the BlueKai Registry.

Go check it out: http://tags.bluekai.com/registry

Do Australian advertisers really know where their display ads appear?
November 23, 2010, 7:02 am
Filed under: #mktgcloud, Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: ,

I am convinced the answer here is No.

The advertising industry needs to step up and create more transparency around where ads will be placed on Web sites by providing exact URLs and other identifying data. That’s according to Xuhui Shao, CTO at Turn, who estimates up to 40% of publisher Web sites do not reveal the exact URL to brands.

Evidently, some publishers selling low-quality spaces choose to bundle in ads with other sites, so advertisers can’t distinguish the difference.

Full Story: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=139870

eXelate Raises $15 Million For Behavioral Targeting Data Marketplace
August 4, 2010, 12:52 am
Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags:

eXelate, a New York-based provider of data management tools for online publishers and operator of an open marketplace for audience targeting data, has raised $15 million in Series B funding in a round ledby Silicon Valley’s Menlo Ventures with participation of Israeli VC firm Carmel Ventures.

The latter led the company’s initial $4 million financing round back in October 2007.

Menlo Ventures partner Mark Siegel will join Carmel’s Shlomo Dovrat on eXelate’s board, which was recently expanded to include New York Times Company SVP Digital Operations Martin Nisenholtz and IPG’s Mediabrands Ventures CEO Matt Freeman.

Since eXelate’s U.S. launch of the eXelate eXchange in May 2008, the company has expanded both its footprint of accessible audience data (to 150 million U.S. unique visitors presently) as well as its suite of solutions to enable efficient interactions between buyers and sellers of data.

The startup says it will use the funding to enhance its data marketplace footprint, as well as expand the functionality of its data management toolset.

More: http://techcrunch.com/2010/08/03/exelate-funding/

Infographic: Digital behavioural data tracking

Click here to enlarge: http://graphicsweb.wsj.com/documents/divSlider/ecosystems100730.html

IAB Sets Data Guidelines for Ad Networks and Exchanges
June 26, 2010, 5:48 am
Filed under: #mktgcloud, Ad Exchange, Ad Network, Datarati | Tags: , ,

The Interactive Advertising Bureau announced guidelines on Thursday designed to standardize the information that ad networks and exchanges provide to advertisers and agencies.

Here’s a rundown of the IAB’s new guidelines:

– Transparency should exist for inventory sources, publisher relationships, content types, and ad placement details.

– Advertisers should be presented with content categories that are universally defined in the industry.

– Categories of illegal content should be defined or labeled. An example: content that infringes a copyright and thereby should be marked as prohibited for sale.

– Under the industry organization’s provisions, ad networks should rate content for audience segments.

– Data disclosure terms should be outlined for off-site behavioral targeting and third-party data.

– Companies should provide for IAB training of appointed compliance officers in each certified network or exchange.

More: http://www.clickz.com/3640768

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